Examining Value Co-Destruction: Toward a Typology of Resource Disintegration: An Abstract

Joanne T. Cao, Bruce L. Alford, Nina Krey

Research output: Chapter in Book/Report/Conference proceedingChapter


The notion of consumer misbehavior has gained more attention in recent years, challenging the old adage that “the customer is always right.” This is also evident in the value co-creation literature in which certain behaviors, such as consumer participation, may result in undesired consequences. However, only a handful of researchers have begun to view this alternative side to value co-creation. As such, this article seeks to gain a better understanding of the manifestations and traits of value co-destruction (VCD), the opposite possibility of value co-creation. Here, VCD refers to the decline in value created together by a provider and consumer from their interactions and experiences that result in resource disintegration. From a service-dominant logic perspective, the current study argues the propensity of consumers contributing negative value to the co-creation process through resource disintegration. That is, if resources are misused or applied the wrong way, then the value potential is not realized from the dyad. Using a typology of value destruction, this article explores the application of resource disintegration based on the interaction between service systems and intentionality.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


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